Proline introduces sub-brands to increase sales

Proline has introduced an array of sub-brands

catering to new segments like footwear, accessories and energy drinks to push up sales. The first Indian T-shirt brand launched way back in 1983 by the Rs 500 crores Batra Group enjoys a 10 per cent share of the sports lifestyle segment. It is now looking at becoming both performance as well as lifestyle brand apart from reintroducing the retail identity of the brand.

Building upon the success of its parent brand, the new products would be offered under sub-brands like Proline Colours, Proline Varsity, Proline Originals and Proline Active. While Proline Varsity is a relaxed wear for college-goers, Proline Colours is a mass-market brand. Proline Originals is a premium brand for people aged between 30 to 45 years and Proline Active targets both men and women who take up some fitness activity in their daily life.

The company plans to open Proline Varsity stores in university campuses, mobile popup shops in colleges and also tie-up with alumni activities apart from associating with renowned alumni in specific universities. The range would also cater to those who have just started their careers. Proline Colours with a wide variety of shades would target all age groups and would focus Tier II and Tier III cities.

From a turnover of Rs 60 crores, Proline is eyeing a growth to Rs 200 crores in three to five years with the introduction of these new sub-brands.